The campaign spans brand advertising and an interactive digital app on Facebook. The TV spot, directed by Si & Ad through Academy, is narrated by and follows one mother, played by the This Is England actress Jo Hartley. It includes a surreal moment in which she finds herself in a boxing ring with a turkey.
The music for the campaign was specially created by the Oscar-nominated US movie composer John Debney. The work was created by Matt Lever and Helen Rhodes. Post-production was by Finish, while GCRS handled audio post-production. The ad launches during The X Factor on Sunday.